Season of Love for Design in India

It’s the season of love. While Valentine’s Day, week, or month is celebrated world over, India is on an overdrive to celebrate it’s love for design. It’s visible and in-your -face at least in the Mumbai- Delhi circuit.

Suddenly, you are spoilt for choice.

February saw the launch of yet another edition of Auto Expo that celebrates India’s contribution to the global automobile design and manufacturing, by showcasing all the indigenously manufactured cars, buses, bikes and the like. Concept cars, that show cased the talents of young Indian designers were exhibited for all to see.

12694994_10207256239819133_8611776142299268095_o

One may want to take a look at emerging design talent, in the exhibition 20 under 35 by Design x Design. This is carefully curated exhibition of designers’ work that show promise and chutzpa, was inaugurated this week. It works as a launch platform for new designers, who are looking to establish their work and puts the much-desired spotlight on new work.

12698420_967677916613783_1055923407809207682_o

Designers whose work borders on art are chosen to exhibit and sell at the now popular Kala Ghoda festival in Mumbai, that is currently on this week. Designers and artists have known to use this platform as stepping stone to international fame and fortune.

12593964_10207372977775965_7341911871207901339_o

Also launched this week in Delhi, is an ambitious India Design ID, that focuses more on the furniture-space-lighting domain. New designers exhibit work along with established ones in the show. A symposium on Design with keynote speakers like Tom Dixon and Suzanne Khan, set the tone for the show this week. An interesting aspect to this, is the open houses at the design entrepreneurs’ shops and studios, where people can get a first-hand feel of how designers work.12710903_1016069261798434_4936616498754768690_o

In a slightly smaller scale, but worthwhile all the same, is Dastkar’s bazaar that helps artisans  get their products designed and marketed at their outlets. Dastkar also helps designers who work with artisans to launch their own brand. It’s a good place to go this week in Delhi and appreciate craft design.12671812_10153946363613979_3594470031411850874_o

Of course, the Surajkund Crafts Mela, in the out-skirts of Delhi is the ultimate medley of crafts, culture and design. This two-week festival which is a Haryana Tourism initiative has been successfully doing this every February for the past 30 years. Visitors can enjoy a day’s trip and return home with souvenirs from India.

surajkund-mela-2016-3

Launching today in an un-precedented scale in Mumbai is the 5-day ” Make in India” event. Design is also being showcased through workshops and exhibitions by ADI, India Design Council, CII, India Design Forum and the like. There is a concerted effort to showcase Design expertise that is both global in outlook and local in context.

schedule-final

This will hopefully trigger more opportunities for Indian designers and businesses. The month concludes with a two-day get together of Designers from India and abroad at Pune Design Festival. Organised by the Association of Designers of India, the PDF is on its tenth edition and has grown from strength to strength. This year’s focus is on the exponential power of design thinking. The conference promised to be cerebral and inspiring.

IMG_3782

February cannot get any more exciting. If you love Design, like I do, make sure that you are a part of this celebration. Visit, participate, buy, write, review all things design. “Love is all you need”.

Advertisements

Visibility First

By A Balasubramaniam

A recent job ad on an Indian website for an ‘International Product Designer’ announced  ‘Indians and NRIs (non-resident Indian) need not apply’. After a facebook uproar and a mail from the professional designers body ADI, the ad’s words were changed to ” Expats preferred”.

This post is not about establishing bigotry.

Why will a tile manufacturing company, based out of Gurgaon, near Delhi look for expats for their design team? Is there a crisis of confidence here that the design community should look into? Are we not ‘good enough’ for an international assignment, even within India? Even if we have been trained in international institutes and worked along with global designers? Or are we ‘invisible’?

When the Delhi Metro wanted signage designers they went to London to ‘international’ designers. In 2002, Tata went to Turin, Italy to get their Tata Indica designed. The now famous example of India’s capabilities, the TATA NANO was also designed by IDEA in Italy.  Fashion has always been dominated by designers who do not belong to India. Even the government of India favours foreign designers. When the ruling DMK government in Tamil Nadu, wanted an assembly building, they appointed architects from Germany. It is almost always fashionable to advertise the names of foreign architectural firms in big ticket infrastructure projects.

 

I am not arguing for ‘reservation’ here, but surely, Indian design communities are being  sidelined by the established global businesses in India.

Businesses should be told about the benefits of using Indian design talent. Design Research in London would have been stumped by the fact that there are at least 15 different languages spoken in Delhi? That all signages are available in Punjabi, Hindi and Urdu. Will a German design firm understand the Dravidian Tamil legislators in white veshti and angavastram, while designing the building? Will Turin ever understand how the Indica is used as taxies and the luggage space is woefully low?

When you understand the target users, you will be able to deliver to their unique requirements. Which is why KFC in India has a vegetarian menu. And Pizza Hut serves tandoori paneer pizza to a delighted audience. Which is why Big Bazaar has the most foot-falls in retail. To understand your audience, you need designers with ‘local’ flavours who empathise with their users.

Design community in India is still being quantified. Recent calculations show that there could be about 15,000 practising designers across different design verticals. Hopefully, many are doing meaningful work that affects us all. But it is not visible enough.

NID is celebrating its 50th year of existence. Most design-related institutions in India have been set up the graduates of NID. So, in effect, this is like the golden jubilee celebrations of ‘ Design in India’. The impact of design in India must be measured. The moment has come for stock-taking. To do an introspection.

To become visible for all to stand up and take notice.